This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Pranav Piyush, Co-Founder & CEO of Paramark, hosted a session on one of B2B's biggest challenges: measurement and attribution.
Pranav covers:
- Why attribution models like first-touch and last-touch are outdated
- How to prove the incremental impact of marketing channels, including search, social, email, podcasts, billboards, and brand.
- How to present marketing's value to the CFO and CEO
Timestamps
- (00:00) - - Intro to Pranav
- (07:21) - - Marketing IS Measurable
- (08:04) - - What Does Attribution Mean?
- (11:19) - - Do Search Ads Drive Incremental Sales?
- (12:36) - - How To Find Cause From Search > Impression > Click > Conversion
- (14:29) - - Google’s Conversion Lift
- (15:56) - - Do Social Ads Drive Incremental Sales?
- (17:22) - - Tracking Demo Bookings vs. LinkedIn Impressions
- (19:37) - - Do Emails Drive Incremental Sales?
- (22:07) - - Do Podcasts Drive Incremental Sales?
- (24:53) - - Do Billboards Drive Incremental Sales?
- (27:17) - - How Do You Measure Brand?
- (32:12) - - Why You Should Experiment to Understand Attribution
- (34:22) - - The Long Term Impact of Brand Equity
- (36:07) - - How to Measure the Impact of Videos and LinkedIn
- (37:20) - - Impressions vs Results
- (40:30) - - Impressions vs Demos
- (44:27) - - Wrap Up
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Today’s episode is brought to you by Paramark.
It’s November. 2026 planning is already here. And the stuff you’re doing right now will decide how next year plays out.
But here’s the problem: most teams are still planning next year's marketing strategy based on the WRONG DATA because of broken attribution and a misleading gut feel. And you can’t make smart budget calls if you’re just guessing what’s working, what’s not, and where to put your next dollar.
That’s where Paramark comes in. They help you replace the guesswork with actual insight backed by $2 billion in analyzed marketing data. They’ve figured out what actually drives incremental growth across every channel including LinkedIn, Meta, TikTok, Google, CTV, even OOH.
And right now, they’re offering a private 1:1 consultation with their CEO and CMO, Pranav and Sam, who have led marketing teams at companies like Dropbox, Adobe, Microsoft, and Shutterfly.
In this 45-minute strategy session, they’ll help you measure the real impact of every marketing dollar, pull insights from your current media mix, and design a 2026 roadmap that’s rooted in data, not gut.
This is a heck of an offer. And it’s real. And will go fast. So if you want to future-proof your marketing strategy for 2026, don’t miss out on this offer.
Grab your spot at paramark.com/brand-consult.
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